Coinciding with the Oct. 23 release of his new album, "LA Vida Es---Un Ratico" (Universal Latino), Colombian rocker Juanes has paired up with Ford Motor Company to launch its new Sync technology to the Latin market.

Sync, a Ford-exclusive technology based on Microsoft Auto software, allows users to access Bluetooth-activated mobile phone and digital music player inside their cars by simply speaking. The Sync system will be factory installed in Ford cars.

Juanes will be the voice and face of Ford's Sync campaign for the Hispanic market, which includes billboards, broadcast, print and online advertising with the slogan "A tus órdenes" (At your command). Juanes will also introduce Sync at private events in Los Angeles and Houston through 2008. Ford is also the exclusive automotive sponsor of Juanes' 2008 tour.